Coca-Cola European Partners

How Coca-Cola European Partners optimised soft drinks fixtures

Coca-Cola European Partners wanted to gain a deeper understanding of shoppers’ in-store experience and navigation in the aisle.

Jigsaw with missing piece

The challenge

In order to shape the future strategy of the soft drinks aisle in-store, Coca-Cola European Partners wanted to know the story behind their numbers.

The missing piece

The solution

Our experts uncovered pain points and barriers to purchasing, which led to identifying 4 key opportunities for growth within the category.

We then captured in-the-moment behaviour across retailers and regions to inform in-depth interviews and accompanied shopping trips. This allowed us to delve into the details of the current in-aisle experience as well as testing concepts for the future of the category.

Checkmark

Key results

  • Channel specific findings have been instrumental in CCEP’s category vision and will contribute to discussions with retailers regarding in-store execution.
  • Insights extended to aid other departments, such as their future-focused strategy around sustainability, health, merchandising and activation for a cohesive strategic direction.
  • The insights were bought to life with shopper videos, which were very powerful in understanding the shopper mindset and journey in more detail to build a fuller story.

“I enjoyed working with the IGD team who managed the project diligently and produced some great content to present back to the business.” (Sally Orland, Category Strategy Lead)

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